Women have emerged as the majority of overall online users, and as a result they have also emerged as a powerful and desirable demographic for advertisers. Where are women going and what are they doing online – or as Mel Gibson might say, what do women want?
Men may click through 3,000 pages of sports news before lunch, but women are a little less predictable. It would be premature to stereotype women’s online activities as shopping for jeans or researching the latest hairstyles, because according to a number or recent surveys discussed in AdAge, the big picture looks quite different:
Parenting: Over 43 million mom’s are online every day spending 85 minutes on average, and one of their most common activities is to monitor what their kids are doing online (time to change your MySpace page!).
Romance: When it comes to online romance, women haven’t really met their Match(.com). Many women feel online dating has been a meaningful experience, but at the same time they think online dating is for losers.
YouTube: Last year, only 27% of women were visiting video sharing sites like YouTube, while today 43% (that’s almost a 20% increase, in one year!)
Healthy Living: Fifty percent of women feel more comfortable consulting the internet about health care information than their doctors. Health fact finding (think nutrition and exercise advice) is also common among younger women (ages 25-34).
Shopping: I didn’t say NEVER searched for jeans! According to a study conducted by Burst Media, during the first half of 2007 54% of women shopped online, and in order of popularity they shop for travel, adult clothing, health and beauty products, children’s clothing, financial products, food or groceries. Women are also more likely to make impulse purchases, especially with limited time offers or free incentives.
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